'Sons Etéreos' – Ethereal Sounds, in English – is a Brazilian podcast and radio programme about world music. It has a particular focus on folk and alternative bands from different parts of the globe.
I was contacted to develop an original, distinct branding for the 'Sons Etéreos' project. The podcast's creator wanted its branding to evoke alternative, new-age, and ethereal imagery.
COLOUR PALETTE
I chose this colour palette to evoke both an organic and mystical vibe, reflecting the project's themes and representing the music diversity and unique sounds that are featured in it. Overall, I wanted the colours to elicit ideas of positivity, creativity, and openness. I also aimed to create an esoteric feeling of a connection to something spiritual, mystical, arcane.
Blush (#ED6290): This shade of pink, both bright and warm, communicates openness, playfulness, creativity, and imagination.
Amethyst (#8265C9): Purple is usually associated with mysticism, the otherworldly, and spirituality; these themes are often present in bands and songs presented by 'Sons Etéreos'.
Mustard (#FBD349): This organic, earthy shade of yellow represents the sunlight, bringing warmth and optimism to the colour palette while balancing the more mystical and mysterious tones of pink and purple. This colour reflects the vibrant and energising nature of world music.
Ghost White (#FAFAFF): This white adds simplicity to the colour palette, serving as a clean backdrop that helps the other colours stand out. It also symbolises clarity, purity, and tranquility, ideas that are usually present in new-age music.
Mint (#63A375): This muted shade of green is a calming, soothing addition to the already peaceful colour palette, complementing its aesthetic. Tied to nature and growth, green joins yellow as the organic colours of 'Sons Etéreos', with strong ties to nature and growth, and more conceptually, to the organic roots of folk music.
LOGOS
I created a variety of logos for 'Sons Etéreos': a wordmark, a brandmark, a lettermark, and, finally, a lockup, locking all the different logos together as one.
WORDMARK
I created this groovy pink font to be used as 'Sons Etéreos' wordmark logo. I wanted it to be fun, flashy, and slightly retro: a throwback to the Psychedelic era of the 1960-1970's.
BRANDMARK
For the brandmark logo, I created an icon of the sun and the moon, two symbols that carry many strong meanings in different mythologies and religions, sometimes even representing — or being — major deities. They are also significant symbols in astrology and esotericism, which fit the themes of the 'Sons Etéreos' project.
LETTERMARK
This lettermark uses the letter 'O' from the wordmark, along with the 'sun and moon' brandmark. I aimed for it to be an easily recognisable symbol for the project.
LOCKUP
Finally, the lockup logo is a combination of the previous ones, bringing the original font and the 'sun-and-moon' icon together.
TYPEFACE AND FONTS
Along with the original font used for the logo, I selected two others to be used by the project both on their website and in any other materials.
Bungee: a bold, modern and alternative font with strong geometric forms. Bungee is energetic and dynamic, just like 'Sons Etéreos'. This strong, blocky font can be used in titles and headlines, highlighting these sections with visual impact.
Lato: a leaner font, to be used in body texts, captions and subtitles. Its lighter, more discrete nature creates a balance between the two fonts, improving readability.
